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Destination Marketing

Strengthening destination marketing is important to rebound arrivals and achieve visitor growth. USAID BEST is working with the Jordan Tourism Board and partners to implement strategic communication and marketing campaigns and utilize various sales channels in international markets to attract more visitors and target new, niche and lucrative markets.

Using destination marketing, BEST specifically focuses on branding Jordan as a stable, attractive and high-value destination by capitalizing on the unique experience the country has to offer. This method of marketing will increase the number of international visitors and their spending in Jordan by drawing attention to the faith, adventure, cultural heritage, and MICE (Meetings, Incentive, Conferences and Exhibitions) markets.

BEST works in close collaboration with the public and private sectors to successfully market Jordan as a unique destination. BEST has partnered closely with the Jordan Tourism Board to enhance their strategy to improve methods techniques, and approaches to branding Jordan. Collaborating with the Royal Film Commission also draws attention to Jordan as a film tourism destination. Bringing attention to films such as Lawrence of Arabia and The Martian create demand as people want to visit the locations these movies were filmed in. Working with private companies and individual operators to develop their brand and trade strategies is also an essential element of the destination marketing.